体育明星代言对于品牌权益影响的实证研究

上海交通大学硕士学位论文体育明星代言对于品牌权益影响的实证研究姓名：燕智强申请学位级别：硕士专业：企业管理指导教师：周洁如200901012008EmpiricalResearchonSportingStarEndorsement’sInfluencesonBrandEquityAbstractThesuccessofthe2008OlympicsGamesinBeijing,ignitethepassiontosportsofourpeople.WithacceleratedevelopmentofEconomy,SocietyandSportsActivitiesinourcountry,thesportsindustryisshapingitselfasanindependentindustry.Especiallyunderthebackgroundofprofessionalization,commercialization,andindustrializationoftheathleticsports,sportingstarsbecomewell-knownformanypeopleandgetmanycontractsofendorsementfromenterprises,andevensomelocalgovernmentofcities.However,successesandfailuresdoexistinthesametime.Apparently,theresearchontheinfluenceofsportingstarendorsementonbrandequityisnotenough.Thisarticleconsistsofsevenpartsanddetailsareasfollowing:Partoneisanintroduction.Inthispart,thispaperspecifiesthestudybackgroundbystarting:theimportanceofsportingstarendorsementisshowingitselfinamoreandmoreapparentway,butthereisnotenoughtheoreticalresearchinthisfield.Parttwoisasummaryontheexistingresearchpapersonthesportingstarendorsement.Thispartmainlysummarizesthepastresearchpapersonthesportingstarendorsement,andputforwardsomemeaningfulresearchmaterialsforthispaper.Parttwoisliteraturereviewonbrandequitywhichisthetheorybaseofwholepaper.Firstly,thispaperputforwardtheconceptsofbrandequityandsummarizessomefamousdiscussionsonthisconcept.Secondly,basedontheconceptofbrandequity,thispapercomprehensivelyintroducedthetheoreticalmodelofbrandequity.Then,thispapergeneralizedtheprocessandmodelofhowtomeasurebrandequity.Partfourisaboutthefundamentalhypothesisandtheoreticalmodelinthisstudy.Partfiveisasummaryoftheprocessoftheempiricalresearchbasedonthefundamentalhypothesisandmodel.Partsixisabouttheanalysisofresultsofthisstudy.Basedontheanalysisoftheseresults,thispaperbringsforwardsomemeaningfulsuggestionsforpractitioners.Partsevenisaboutcreativity,disadvantagesofthisresearch.Onthebaseofconcludingtheproblemswemeetinthewholeprocessofresearch,thispaperalsoraisessomesuggestionforfurtherstudy.KEYWORDS:sportingstarendorsement,brandequity,empiricalresearch,structureequationmodel11.120081.1.12832006[1]20012007[2]2006[3]1000500-1000100-5001002006[4]19998005002007[2]2006[5]31.1.2MSI(MarketingScienceInstituteMSI2004)[6]Farquhar1989Kotlar2000Aaker19911996Keller1993LassarMittal&Sharma19951999Yoo200020012000200220052005SenoLukas2007Kaikati1987McCracken19861989Erdogan1999Erdogan&Baker2000AmosHolmesStrutton2008[7]1.1.34AmosHolmesStrutton2008[7]Till1998[9]low-involvementSenoLukas2007[10]MarketingScienceInstituteMSI2004)[7]2004-2006200652006[11]2006http//[12]20081.21.62.1.31.4Aaker7Figure1-1Theframeworkforresearch82.12.1.12.1.1.1(endorser)2000[13]2001[14](Kaminsetal11989McCracken1989Goldsmithetal2000)2003[15]2005[16]speaker92.1.1.22001[14]Freiden(1984)[17](celebrity)(expert)(CEOChiefExecutiveOfficer)(typicalconsumer)2003[15]1012()2.1.219(Kaikati1987)[18]18991945(J.W.Thompson)1990[19](Celebrity)McCracken1989[20]Kelman1961[21]power112.1.3Sherman(1985)[22]10%Bradley(1996)[23]Shimp(2000)[24]20%Erdogan(2001)[25]20%197915%199725%2003Nike14NBA(CNNMoney2003)[26]200430005000(ThomaselliandNeff2004)[27](FriedmanandFriedman1979)[28](Farrelletal.2000[29]Erdoganetal.2001[25])2.1.42005[30]4(SourceCredibilityModel)(SourceAttractivenessModel)(Match-UpHypothesis)(MeaningTransferModel)2.1.4.1McCracken1989[20]122.1.4.2Kamins(1989)[31]()()Kamins1991[32]KaminsCharlesMartin1983[33]Hershey13SalvatoreRobert(1976)[34]445Ohanian19901991[35]Goldsmith2000[36]2.1.4.3(Chaoetal.2005)[37](Erdogan2001)[25]SenoLukas2005[10]BakerChurchill(1997)[38](physicalattractiveness)Patzer(1983)[39]McGuire(1985)[40](familiarity)14(likeability)(similarity)((physicalattractiveness)PetroshiusCroker1989[41]TillBusler2000[42]Farrell2000[29]BakerChurchill1997[38]2.1.4.4(theMatch-UpHypothesis)FriedmanFriedman1979[28]3/15//-McCracken1989[9]MisraBeatty1990[43]-Kamins1991[32]KaminsKaminsKamins1994BoydShank2004[44]TillBusler(2000)[42]()()[(energybar)(candybar)()]16(expertise)(attractiveness)(2004)[45]2.1.4.5MiciakShanklin1994[41]FREDFamiliarityRelevanceEsteemDifferentiationDeportmentKamins(1989)[31]QBarcus(1975)[42]CallcottLee1994[43]19909200080Tellis2001[44]195019806.8%11%12%16%172.1.5AtkinBlock1983[46]Kamins(1989)[31]McCracken1989[20]Freiden1984[28]TillandShimp1998[9]MathurMathur(1997)[38]ROITillBrianShimp1998[9]AngelaByrneMaureenWhiteheadStevenBreen2003[39]2.1.6TCL182004[46]2008[47]2.2sportmarketing1978(AdvertisingAge)2006[3]marketingofsportsmarketingthroughsportsShilburyQuickWesterbeek19PittsStotolarShannon1999[48]MatthewD.Shank2004[49]2006[3]2006[3]2006[50]2019361928801971(Cornwell1989)[51]Shannon1999[48]1984(Schlossberg1991)[47]1992SportsMarketingQuarterlySportsMarketingAssociationPrakashVed1992[52]2006[5]2.32.3.1Shannon1999[48]21CharbonneauGarland2005[53]2005[16]2006[3]Logo2008[54]AgrawalKamakura1995[55]Martin1996[33]SenoLukas2005[10]22CharbonneauGarland2005[53]2005[30]2006[1]Omega2004CindyCrawfordF1MichaelSchumacherOmega2.3.21936419793923MatthewTingchiLiu2007[56]1